36 3 54 8 MAGAZINE SCORES AUDIENCE STUDIES
74 12 80 14 74- 80
18 12 30 14 SALEM (RJR)
5 12 11 14 Brand
60 12 70 14 Project #
18 15 34 16 "HEAD IN WATER"
5 15 11 17 Title
60 15 74 17 Total Sample
74 15 78 16 214
5 18 11 20 Code #
65 20 65 21 
17 20 28 22 FULL PAGE
5 21 10 22 Size
5 23 14 25 Magazine
18 23 23 25 TIME
18 26 42 28 WEEK OF MARCH 25, 1974
5 26 16 28 Field Date
18 29 76 31 CHICAGO, DALLAS/ FORT WORTH, INDIANAPOLIS, LOS ANGELES
5 29 14 30 Location
18 32 54 33 MEMPHIS, PHILADELPHIA, PITTSBURGH
5 35 25 37 Sample Description
26 35 60 37 MALE AND FEMALE MENTHOL SMOKERS
71 37 80 39 COMMENTS
29 37 32 39 PM6
43 37 57 39 PROVED RECALL
23 39 29 40 SCORE
32 39 37 40 BASE
44 39 50 40 SCORE
53 39 57 40 BASE
52 45 57 47 (167)
5 45 13 47 OVERALL
61 45 90 56 Tested among a half sample of smokers. Sub- group scores subject to wide variation because of small sample size and should be averaged across several ads for meaningful infor- mation.
25 45 29 46 1.0
32 45 37 47 (.97)
46 45 48 47 31
5 51 9 52 SEX:
32 52 37 54 (51)
46 52 48 53 31
53 52 57 53 (83)
5 52 10 53 Male
25 52 29 54 2.0
5 53 12 55 Female
53 53 57 55 (84)
25 54 29 55 0.0
32 54 37 55 (46)
46 54 48 55 31
5 59 9 60 AGE:
5 60 14 62 Under 25
5 62 11 63 25- 34
5 63 11 64 35- 44
5 64 15 66 45 & Over
25 70 29 71 2.4
32 70 37 72 (42)
46 70 49 71 33
5 70 14 71 Under 35
53 70 58 71 (81)
25 71 29 73 0.0
52 71 58 73 (86)
5 71 15 73 35 & Over
32 71 37 73 (55)
46 72 48 73 29
5 77 19 78 BRAND SMOKED:
46 78 49 80 33
53 78 58 80 (42)
5 78 25 80 Test Brand Smokers
5 80 23 82 All Other Smokers
53 80 58 81 (125)
46 80 49 82 30
63 83 74 84 Date Sent
74 83 83 84 4/19/74
75 84 85 85 PI- 7653
65 89 80 91 770205964
